the particular context in which modern marketing emerged and thrived and how this context has evolved over time.

This essay will describe the particular context in which modern marketing emerged and thrived and how this context has evolved over time. Furthermore, the essay will discuss how the marketing discipline has changed and needs to change further in order to adapt to current and future needs of firms, consumers, and society in general.

Modern marketing emerged and thrived in North America, specifically the USA, where the traditional marketing discipline benefited from the country?s focus on innovation, neo-liberal freedoms, entrepreneurship, and fierce competition (Witkowski, 2005 cited in Egan, 2008:p6, Eugene, 2002).

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During the production era, between the mid nineteenth century and early twentieth century, innovations such as the assembly line and Taylor?s scientific management movement allowed companies to mass-produce their products.

This resulted in declining unit costs of production and reduced selling prices, which appealed to large segments of the market (Stoddard, 2007). This production-oriented approach was working for a while, due to the growing middle class at whom moderately priced consumer goods could be targeted (Egan, 2008:p6).

However after World War I, many manufacturers found their merchandise piling up in warehouses and on store shelves, as the supply was much higher than the demand (White, 2010). …

The use of technology to give consumers the chance to participate in the market offering can lead to increased customer satisfaction (O’Malley and Patterson, 1998).

For instance, the new John Lewis Christmas ad created a massive social media buzz, and to involve the consumers even further, John Lewis asked its customers to record their own version of the song “Somewhere Only We know” will air on Christmas day (Forde, 2013).

This connection between the firm and consumers can lead to a long-term win-win relationship (Zineldin, 2000). Moreover, marketing discipline should aim at satisfying the individual needs of consumers. Hence using of social media to interact and understand individual customers and their ex